How do you create a brand space for a successful artist and designer who has never experienced branding before? To create the Joe Ginsberg Brand, we voided all colors and focused solely on the representation of his archive of work. The versatile reuse of his studio space for film production and events rotated around clean yet raw material design. Dynamic content displaying his sophisticated yet organically grunge aesthetic supports the core visualization of his digital representation, client communication, and marketing materials. His studio was often converted into art shows, NYFW gatherings, and fabrication classes and it served as a de facto space where his passion for beauty was equally shared with the community through his materials and design.